Sponsors' brand recall in sport's area

Abstract

Sports sponsorship is a marketing tool that is frequently used by companies to reach a wide audience on a global basis so as to be placed higher than their competitors and to create awareness as well as make a higher profit margin. The aim of this thesis is to study the factors which affecting sponsorship effectiveness. Sponsorship efficiency is determined by certain factors, particularly involvement, exposure conditions and message specificities. The number of sponsors forms part of the characteristics of the messages, of which the effect on memorizing was seldom measured on the two audiences. The research objective is to measure the effect of the number of sponsors and the implication on spontaneous and assisted memorizing of the two types of audiences. Research concerns three teams of French Basket-ball. A questionnaire was conducted to understand the behaviour of the audience in presence of sponsors. The result of the study show that the brand recall of sponsor can be very variable and many factors are taken in account such as the kind of audience, the duration of exposure, the individuals factors and so on.